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CL Watermark

Careline Cosmetics underwent a brand revamp over the last couple months. Aside from relaunching with a new logo, changing the products’ packaging, and releasing new stuff, Careline’s new branding also came along with important advocacies about inclusion and authenticity; these are what I am most proud of!

Just about a week after Cosmopolitan Philippines’ controversy involving a photoshop situation of Riverdale stars, Lili Reinhart and Camila Mendes, Careline officially introduced the #CLWatermark, a symbol demonstrating when a photo has not been filtered or photoshopped. This is part of the brand’s attempt of supporting real beauty, especially in an industry when altering images is the norm.


In the color cosmetics line of business and in the age of social media, eschewing photo editing is a difficult direction to maintain. However, I believe that the CL Watermark is a good start in following the path of encouraging raw images and being transparent when wrinkles, pimples, and other imperfections which are completely okay, have been altered.


This campaign is one that’s close to my heart, and is the second effort from the brand to promote authenticity and inclusivity; the first one being the CL Diverse Beauty campaign.